Just when you thought it was safe to turn on the radio, watch MTV or dare look at YouTube, you may want to think twice. And why’s that you ask?
Because the music industry’s masterclass in marketing is back. Now I don’t want anyone to get the impression that I’m a fan of Taylor Swifts songs (however catchy they might be) but I can’t help but admire how good she is at making a global impact within a matter of days… and what brand doesn’t want to do that!
Yes she’s established, yes she has a huge financial backing and yes she has access to the best people in the industry, but there are a number of key things that she does extremely well that any brand can take inspiration from.
Know your audience
Whether you’re singing to millennials, plumbers, aspiring home owners or screaming teenage concert goers, using insight, data and experience to understand exactly what those people want to listen to will determine the success of your performance.
Embrace unique ideas
A glitched snake, a tilted stage, or a host of alter egos may just be the solution you never knew you were looking for, so always be prepared to seize the opportunity to stand out.
Have a vision
Once the initial strategic work has been recorded, it’s important to work with experienced and passionate people who know how to amplify that thinking to create stunning work that will help attract and engage with your fans.
Reputation is everything, but if that means deleting your entire Twitter and Instagram history to help support the big idea then don’t be afraid to do it.
So, the tracks recorded, the concepts been nailed, the video has been filmed (and art directed to perfection) and the social media team is ready and waiting. Now all you need is a launch strategy that will deliver groundbreaking results… but I’ll have to wait until Taylor’s next single drops to inspire some thinking on this challenge
If you want your brand to be a superstar these are just a few of the things you should look to do, and working with a partner that can help deliver these is a great place to start. I wouldn’t consider contacting Ms Swift though… apparently the old Taylor can’t come to the phone right now but with over 82,932,072 YouTube views within 48 hours (plus the three I added while writing this) she’s probably too busy celebrating (in a bath of diamonds no doubt)!